Market Excellence Plan
Company Name.
Your Business Unit or Line.
From 201X-201Y.
Your Name.
1
Manual.
 On the notes pages to each slide, you will
find an explanation of what it is that you
need to do.
 Make sure that you explain your analyses
and choices. Do not assume we will
understand without explanations.
2
Market Excellence Plan
Your Business Roadmap to Success
Prof.dr. Henry Robben
h.robben@nyenrode.nl
Prof.dr. Rudy Moenaert
r.k.moeneart@tiasnimbas.edu
drs. Peter Gouw
peter.gouw@gfk.nl
www.visioN2B.nl
© Rudy Moenaert, Henry Robben & Peter Gouw
3
Part 1
Where and How
Do We Compete Today?
Analyzing The Present Internal
and External Situations.
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Business Objectives
 BHAG (‘Big Hairy Audacious Goal’) for
_________
 Commercial goals for next 3 years
 Commercial target for next year
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Business Definition and History
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Way-to-Market Architecture
<company>
Sales per
channel (%)
Direct Channels, e.g.,
•The Internet
•Face to Face
Nature of
relationship, support &
reputation
Indirect Channels, e.g.,
•Distributors & Resellers
•Suppliers
•OEMs and Convertors
Influence
Sales per
segment (%)
Influencers, e.g.,
• Advisers
•Regulatory institutions
•Media
Influence
End-Customer Segments
Segment 1
Segment 2
Segment 3
Segment 4
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Contemporary Situation
€ (000)
Products
Market Segments
<S1> <S2> <S3>
<S4> <S5>
<...>
Total
(€)
Product
Mix %
Market <company>
Market
Size (€) Share
(%)
<P1>
<P2>
<P3>
<P4>
<P5>
<P6>
<....>
Total (€)
Market Mix %
Segment Size (€)
<company>
Mkt. Share %
Year -1:
Year 0:
Year 1:
Year 2:
Total Sales (000 €) : Year 3:
100 %
(est.)
(est.)
(est.)
(est.)
(est.)
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Competitive Analysis
Competitors
...
Suppliers
...
Your Company
...
Complementors
...
Customers
...
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Conclusions of the
Competitive Analysis
FORCE:
CONCLUSION:
1.
Your company
:
2.
Competitors
:
1.
Suppliers
:
2.
Customers
:
3.
Complementors
:
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STEP Analysis
Social
Context
Technological
Context
Forces External to
the Industry and to
the Company
Economic
Context
Political
Context
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External Analysis:
Opportunities & Threats
Opportunities
1.
2.
3.
4.
5.
6.
7.
8.
9.
N.
Threats
1.
2.
3.
4.
5.
6.
7.
8.
9.
N.
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Business Model for
Resource 2
Resource 3
Resource 4
Resource 1
CA 1
CA 2
Resource 5
Resource 10
Resource 6
CA 3
Resource 8
CA 4
Resource 8
Resource 7
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Internal Analysis:
Competitive Advantage (‘Winners’)
Competitive Advantage
Explanation
CA1:
______________________
CA1:
______________________
CA2:
______________________
CA2:
______________________
CAN:
______________________
CAN:
______________________
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Internal Analysis:
Basic Requirements
Basic
Requirement
1.
2.
3.
4.
5.
6.
7.
8.
9.
N.
Performance Relative to
Competition
1.
2.
3.
4.
5.
6.
7.
8.
9.
N.
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Sustainability Evaluation of the
Present Situation / 1
Superior
resources
Durable
demand
Inimitability
Substituta
-bility
Appropriability
Efficiency
Overall
CA1
CA2
CAN
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Sustainability Evaluation of the
Present Situation / 2
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Part 2
Where and How
to Compete in the Future?
Choosing the Hunting Grounds
and the Hunting Strategy.
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Market Excellence
for the Future: Targeting
Where to Compete?
Key Market Segments/
Product Lines
Why
1.
2.
3.
1.
2.
3.
N.
N.
Your Choice for the Future Is:________________________.
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Market Excellence
for the Future: Differentiation
For_________________
How to Compete?
Competitive Advantages
Why?
CA1: ______________________
CA1: ______________________
CA2: ______________________
CA2: ______________________
CAN: ______________________
CAN: ______________________
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Future Business Model
For____________.
Resource 2
Resource 3
Resource 4
Resource 1
CA 1
CA 2
Resource 5
Resource 10
Resource 6
CA 3
Resource 8
CA 4
Resource 8
Resource 7
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Part 3
How to Get There?
Business Roadmapping
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Business Roadmap:
Defining the Strategic Projects
Year 1
Projects
1.
2.
3.
4.
5.
6.
7.
8.
9.
N.
1.
2.
3.
4.
5.
6.
7.
8.
9.
N.
Year 2
1.
2.
3.
4.
5.
6.
7.
8.
9.
N.
Year 3
1.
2.
3.
4.
5.
6.
7.
8.
9.
N.
Responsible /
Accountable
1.
2.
3.
4.
5.
6.
7.
8.
9.
N.
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Marketing Score Card 201X:
Marketing Calendar
Actions
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Explanations
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Timing
Costs Revenues Responsible
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Part 4
Return on Business!
Value@Firm & Value@Customer
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Marketing Score Card 201X :
Innovation
New Products
Marketing Actions
Targets
New Channels
Marketing Actions
Targets
New Segments
Marketing Actions
Targets
New Leads
Marketing Actions
Targets
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Marketing Score Card 201X:
Marketing Mix Productivity
M-Mix Instrument #1
Focus (customers, channels, products)
Targets
M-Mix Instrument #N
Focus (customers, channels, products)
Targets
27
Marketing Score Card 201X:
Customer Response
Initiatives
Targets
Customer Satisfaction
Customer Complaints
% Lost Customers
Brand Valuation
28
Marketing Score Card 201X:
Financial Results
Product Line 200X 200X+1 200X+2 Difference% Price% Volume% CGM %
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Strategic Project Analysis / 1
Strategic
Project
Business
Opportunity
Feasibility
Economic
Results
Leverage
Overall
SP1
SP2
SPN
30
Strategic Project Analysis / 2
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